Bank advertising: consumption, work, and value

Detalhes bibliográficos
Autor(a) principal: Costa, Alan Faquinetti da
Data de Publicação: 2022
Outros Autores: Ferrara, Lucrécia D'Aléssio
Tipo de documento: Artigo
Idioma: por
Título da fonte: Intexto (Porto Alegre)
Texto Completo: https://seer.ufrgs.br/index.php/intexto/article/view/107370
Resumo: The goal of this article is to determine the transformations in the construction of corporate identities of large retail banks, especially observing the hypothesis that the graphic brands of these companies have lost communicative relevance and have been replaced by the advertised simulation of empathy for customers. Our methodology is the comparison of our empirical object with what the theory presents to us and with the reality of such object. The result is divided into two main parts: “immaterial economy and money” and “immaterial labor and value”. Our conclusion points out that, even though banks are withdrawing their brands from the public space, advertising allows them to enunciate themselves as closer to consumers than ever before.
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spelling Bank advertising: consumption, work, and valueA publicidade dos bancos: consumo, trabalho e valorPublicidadeBancosFintechsConsumoTrabalhoAdvertisingBanks FintechsComsumptionLaborThe goal of this article is to determine the transformations in the construction of corporate identities of large retail banks, especially observing the hypothesis that the graphic brands of these companies have lost communicative relevance and have been replaced by the advertised simulation of empathy for customers. Our methodology is the comparison of our empirical object with what the theory presents to us and with the reality of such object. The result is divided into two main parts: “immaterial economy and money” and “immaterial labor and value”. Our conclusion points out that, even though banks are withdrawing their brands from the public space, advertising allows them to enunciate themselves as closer to consumers than ever before.O objetivo deste artigo é estudar as transformações na construção das identidades corporativas dos grandes bancos de varejo, observando, especialmente, a hipótese de que as marcas gráficas destas empresas têm perdido relevância comunicativa e têm sido substituídas pela simulação publicitária de empatia com os clientes. A nossa metodologia é a comparação entre nosso objeto empírico com aquilo que a teoria nos apresenta e com a realidade do próprio objeto. O resultado está divido em duas partes principais: “economia e dinheiro imateriais” e “trabalho e valor imateriais”. A nossa conclusão aponta que, ainda que os bancos estejam retirando suas marcas do espaço público, a comunicação publicitária permite que eles se enunciem como mais perto dos consumidores do que eles jamais estiveram.Universidade Federal do Rio Grande do Sul2022-08-18info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://seer.ufrgs.br/index.php/intexto/article/view/10737010.19132/1807-8583202253.107370Intexto; No. 53 (2022); 107370Intexto; Núm. 53 (2022); 107370Intexto; No. 53 (2022); 107370Intexto; N. 53 (2022); 107370Intexto; n. 53 (2022); 1073701807-8583reponame:Intexto (Porto Alegre)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/intexto/article/view/107370/85890Copyright (c) 2022 Alan Faquinetti da Costa, Lucrécia D'Aléssio Ferrarahttps://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessCosta, Alan Faquinetti daFerrara, Lucrécia D'Aléssio2023-07-17T18:32:35Zoai:seer.ufrgs.br:article/107370Revistahttp://seer.ufrgs.br/intextoONGhttp://seer.ufrgs.br/intexto/oai||intexto@ufrgs.br1807-85831807-8583opendoar:2023-07-17T18:32:35Intexto (Porto Alegre) - Universidade Federal do Rio Grande do Sul (UFRGS)false
dc.title.none.fl_str_mv Bank advertising: consumption, work, and value
A publicidade dos bancos: consumo, trabalho e valor
title Bank advertising: consumption, work, and value
spellingShingle Bank advertising: consumption, work, and value
Costa, Alan Faquinetti da
Publicidade
Bancos
Fintechs
Consumo
Trabalho
Advertising
Banks
Fintechs
Comsumption
Labor
title_short Bank advertising: consumption, work, and value
title_full Bank advertising: consumption, work, and value
title_fullStr Bank advertising: consumption, work, and value
title_full_unstemmed Bank advertising: consumption, work, and value
title_sort Bank advertising: consumption, work, and value
author Costa, Alan Faquinetti da
author_facet Costa, Alan Faquinetti da
Ferrara, Lucrécia D'Aléssio
author_role author
author2 Ferrara, Lucrécia D'Aléssio
author2_role author
dc.contributor.author.fl_str_mv Costa, Alan Faquinetti da
Ferrara, Lucrécia D'Aléssio
dc.subject.por.fl_str_mv Publicidade
Bancos
Fintechs
Consumo
Trabalho
Advertising
Banks
Fintechs
Comsumption
Labor
topic Publicidade
Bancos
Fintechs
Consumo
Trabalho
Advertising
Banks
Fintechs
Comsumption
Labor
description The goal of this article is to determine the transformations in the construction of corporate identities of large retail banks, especially observing the hypothesis that the graphic brands of these companies have lost communicative relevance and have been replaced by the advertised simulation of empathy for customers. Our methodology is the comparison of our empirical object with what the theory presents to us and with the reality of such object. The result is divided into two main parts: “immaterial economy and money” and “immaterial labor and value”. Our conclusion points out that, even though banks are withdrawing their brands from the public space, advertising allows them to enunciate themselves as closer to consumers than ever before.
publishDate 2022
dc.date.none.fl_str_mv 2022-08-18
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://seer.ufrgs.br/index.php/intexto/article/view/107370
10.19132/1807-8583202253.107370
url https://seer.ufrgs.br/index.php/intexto/article/view/107370
identifier_str_mv 10.19132/1807-8583202253.107370
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://seer.ufrgs.br/index.php/intexto/article/view/107370/85890
dc.rights.driver.fl_str_mv Copyright (c) 2022 Alan Faquinetti da Costa, Lucrécia D'Aléssio Ferrara
https://creativecommons.org/licenses/by-nc/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2022 Alan Faquinetti da Costa, Lucrécia D'Aléssio Ferrara
https://creativecommons.org/licenses/by-nc/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
dc.source.none.fl_str_mv Intexto; No. 53 (2022); 107370
Intexto; Núm. 53 (2022); 107370
Intexto; No. 53 (2022); 107370
Intexto; N. 53 (2022); 107370
Intexto; n. 53 (2022); 107370
1807-8583
reponame:Intexto (Porto Alegre)
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instname_str Universidade Federal do Rio Grande do Sul (UFRGS)
instacron_str UFRGS
institution UFRGS
reponame_str Intexto (Porto Alegre)
collection Intexto (Porto Alegre)
repository.name.fl_str_mv Intexto (Porto Alegre) - Universidade Federal do Rio Grande do Sul (UFRGS)
repository.mail.fl_str_mv ||intexto@ufrgs.br
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